About promotional mix here you can find about techniques of advertisement And this presentation shows about all advertisement in all over

1. BY:
THILAK KUMARAN S V
II B.COM (B)
Advertising'sroleinthe
promotional mix

2. Definition
Advertising management :
It is a planned managerial process designed to
oversee and control the various advertising activities
involved in a program to communicate with a firm's target
market
Advertising is just one element in a company
promotional mix and as such, must be integrated with the
overall marketing communications program.

3. About
 Advertising is just one of many elements that
comprise the promotional mix.
 When marketers communicate with target markets
across a broad range of different promotional types
and media, the potential for contradictory or mixed
messages is very real.

4. Promotional Mix
 Advertising Public Relations Sales Promotion
Personal Selling Word-of-Mouth
 Combination of promotion tools used to reach the
target market and fulfill the organization's overall
goals.

5. Advertising's role in the promotional mix
It refers to the specific combination of
promotional methods used for a brand, product or
family of products.
Advertising is best treated as
a multiplier that can leverage other elements of the
promotional mix and marketing program

6. Element of promotion mix
 Advertising
 Branded entertainment
 Public relations
 Personal selling
 Direct marketing
 Sponsorship
 Product placement
 Sales promotion
 Event marketing
 Exhibitions/trade shows

7. Advertising
Messages paid for by those who send them
and intended to inform or influence people who
receive them

8. Brandedentertainment
The dedicated production of content designed to
display corporate or branded messages in an
entertaining format

9. Public relations
The practice of maintaining goodwill between
an organ isation and its publics

10. Personal selling
Face-to-face selling in which a seller attempts to
persuade a buyer to make a purchase

11. Direct marketing
Contacting and influencing carefully chosen
prospects with means such as telemarketing and
direct mail

12. Sponsorship
The act of providing money for a television or
radio program, website, sports event, or other
activity usually in exchange for advertising or other
form of promotion

13. Product placement
The practice of supplying a product or service
for display in feature films or television programs

14. Sales promotion / merchandising
Activities designed to stimulate sales normally
at the point-of-sale; includes retail displays, product
sampling, special price offers, shelf talkers, contests,
give-always, promotional items, competitions and
other methods.

15. Event marketing
A planned activity of designing or developing
a themed activity, occasion, display, or exhibit to
promote a product, cause, or organization

16. Exhibitions/trade shows
Events or shows (e.g. fashion shows, agricultural
shows) where companies can display their wares or
services

17. Other elements
The process of ensuring message consistency
across the entire marketing communications
program is known as integrated marketing
communications

18. Integrated marketing communications
 Image integration refers to consistent look and feel,
regardless of the medium
 Functional integration refers to capacity of different
promotional tools
 Coordinated integration refers to the ways that
different internal and external agencies

19. Create an Advertising Strategy
 Build product and brand awareness
 Reach new markets and target audience segments
 Counter the claims of competitors
 Remind customers about the benefits of product
 Persuade prospects to make a purchase

20. Creating the Advertising Message
 Message strategy (General message)
Creative concept ( meaningful, distinctive and
believable)
Message execution (turning the idea into action)

21. Pinpoint Your Target Audience
 To identify your target audience.
 Tosolve better than your competitors.
 Conduct market research to understand
 The demographic and behavioral
characteristics

22. Choose the Right Advertising Medium
 Television
 Radio
 Billboards and posters
 Print magazines and newspapers
 Online magazines and newspapers
 Social media platforms
 Paid search online advertising
 Online banner advertising
 Remarketing

23. India's 10 leading advertising
 Ogilvy & mather
 J walter Thompson India
 Mudra Communivation Pvt Ltd
 FCB Ulka advertising Ltd.
 Rediffusion- DY&R
 Erickson India Ltd.
 RK Swamy/BBDO advertising Ltd.
 Grey worldwide(I) Pvt. Ltd.
 LEO Burnett India Pvt Ltd.
 Contract advertising India Ltd.

24. What advertising can do
• Remind the target audience to buy.
• Announce a new brand or service.
• Create brand awareness.
• Stimulate impulse buying.
• Increase confidence in a brand or a company.
• Fight competition.
• Change attitudes.

25. Conclusion (Key to good advertising)
The most important step lies in deciding
what advertising should say and
to whom it should say
In all there is a need to do is to decide
who buys and uses your products and why.
 In order to spend media dollars wisely, the advertiser
must know what they read or watch so that they will
see your ads.

26. By:
Thilak Kumaran SV
II B.Com (B)